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Meet Sarah Tullgren of Set & Stones

Today we’d like to introduce you to Sarah Tullgren.

Sarah, can you briefly walk us through your story – how you started and how you got to where you are today.
Ever since I can remember, I have always had a creative and entrepreneurial mind.

Growing up, I spent all my free time doing arts and crafts, re-designing my room every other month and putting on pretend fashion shows. Pretty much anything that was crafty, you could find me doing it. Summer was always my favorite because I could put all my 12-year-old business plans into action like the homemade lemonade stand I begged my dad to make so I could sell treats to everyone on the block.

Every weekend I’d be out there with lemonade, ice cream, candy bars, popcorn, chips… I basically was running a mini concession stand. Fast forward a few years later when I was in high school, my mom graced me with a box full of my grandma’s vintage jewels that I instantly fell in love with. This is where it all started. I began working at local bead stores to learn the art of jewelry design and quickly discovered this was my true passion.

After graduating from USD with a degree in Business Administration, I knew I needed to feed my desire to do something in the creative field. Set & Stones was launched in 2016 and can be found in retailers across California and beyond. Some of our local stockists include Pigment, Swirl Boutique, Leaping Lotus, Gallery At Lands End and we just recently added Nordstrom to our list of retailers which I couldn’t be more excited about.

The collection features high-quality materials including 14k gold fill, sterling silver, semi-precious stones, and Swarovski crystals. From dainty designs (for the simple gal who sometimes forgets to take off her jewelry – guilty!) to designs that make a bold statement, the pieces are thoughtfully crafted to be worn solo or stacked and layered, allowing you to create your own individual look.

Has it been a smooth road?
There’s always going to be bumps in the road, especially for first time small business owner, but I’ve learned SO much along the way. I didn’t necessarily have a go-to know-it-all mentor to guide me through this whole process, so there’s been a lot of trial and error. Being a start-up company, it was difficult in the very beginning to capture the attention of established boutiques, but that comes with the territory of being the new kid on the block.

Luckily with lots of hard work, the jewelry began to capture some attention over time and speak for itself. As a one-woman show, I also struggled with trying to do everything myself, but I’ve finally realized that it is a game changer to have quality help.

So let’s switch gears a bit and go into the Set & Stones story. Tell us more about the business.
Set & Stones is a handmade jewelry brand, so everything is created with lots of love right here in San Diego. From necklaces and bracelets to earrings and anklets, the line offers an array of pieces suitable for any occasion. I think the most flattering thing for me is when I see people show up to events or pop-ups wearing Set & Stones pieces.

It truly never gets old seeing how much other people enjoy wearing and accessorizing with the pieces as much as I love creating them. Seeing how far the brand has grown over the past two years keeps me motivated and focused to keep working hard to achieve our goals.

What are your plans for the future? What are you looking forward to or planning for – any big changes?
So many goals and plans! Would love to expand the brand into more San Diego boutiques and shops in 2019. We also just recently added Nordstrom to our list of retailers so are looking forward to that partnership and introducing the brand to a new audience.


  • Prices range from $22-$184 with the average piece falling in the $70 range.

Contact Info:

Image Credit:

@sofiaannphoto & @stacey_pan

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